Case Study
How Hellstar saved $1MM per collection with Podqi
See how this street wear phenomenon transformed brand protection from a weekly burden to a strategic advantage.
Key Results
Within 3 months of deploying Podqi, Hellstar saw:
"Before enrolling in Podqi, Hellstar allocated dedicated team members to review counterfeit pages on a weekly basis. This process required several days each week to address takedown-related issues. Since implementing Podqi, we have significantly reduced the time spent on counterfeit concerns, allowing us to redirect our efforts toward other critical business priorities."
- Christopher Koulsoum | Operations, Hellstar
About Hellstar
Hellstar is a cultural phenomenon in streetwear, known for its limited-edition capsule collections and iconic flaming head logo. Operating exclusively through their website hellstar.com with no paid advertising, the brand has grown from an underground favorite to a global powerhouse through organic reach and high-profile collaborations with artists like Post Malone and media giant Complex. Their pieces have been spotted on cultural icons from Young Thug to Kai Cenat to NFL and NBA players alike, driving massive demand for their intentionally limited drops.
Challenge
When Scarcity Meets Virality and Unprecedented Demands
Hellstar's business model thrives on scarcity – limited drops sold exclusively through hellstar.com, with products typically selling out in under five minutes. This strategy created an unprecedented brand protection challenge:
Lightning-fast counterfeit response - Each limited capsule triggered waves of fakes appearing across hundreds of platforms within 24 hours
Resource drain - Team spent 8 hours weekly on manual takedown requests
Marketplace evolution - New counterfeits constantly emerged on platforms like TikTok Shop, where traditional enforcement methods weren't effective
Direct brand impersonation - Counterfeiters created over 100 fake "official" Hellstar websites and social accounts
Revenue impact - Unauthorized sales diverted an estimated [$1M ]+ per capsule drop
Before Podqi, Hellstar's enforcement process required an average of 14 days per takedown, with only 40% of identified counterfeits being addressed due to capacity constraints.
"At Hellstar, our commitment to quality and innovation has been at the core of our brand since its inception. Maintaining the integrity of our products is essential not only to our reputation but also to the trust our customers place in us. Removing counterfeit goods is critical to preserving this trust and ensuring that our customers receive the authentic experience they expect from our brand. It is a priority for our team to protect both our legacy and the value we deliver to our clients."
- Christopher Koulsoum | Operations, Hellstar
Solution
AI-Powered Protection Across the Digital Ecosystem
Podqi transformed Hellstar's brand protection strategy through three core capabilities:
Visual Recognition AI
Custom AI models trained specifically on Hellstar's design vault and iconic flaming-head logo
System detects counterfeits with 99.8% accuracy, even when designs are slightly modified
Real-time monitoring across 180+ platforms, including emerging marketplaces like TikTok Shop
Automated matching against Hellstar's IP database, eliminating manual review for 85% of cases
Automated Enforcement Pipeline
Simultaneous takedown requests across multiple platforms
Customized enforcement templates for each marketplace's specific requirements
Escalation protocols for high-value targets and persistent infringers
Rules-based system that automatically prioritizes enforcement based on platform, price point, and seller history
Implementation Timeline
Initial platform setup completed in 48 hours
First automated takedowns executed within 72 hours
Full integration across all 180+ monitored platforms within the first week
By end of month 1, rules-based automation fully implemented, reducing manual review by 95%
"Partnering with PODQI has been a seamless experience. The transition to working with their team was efficient, and the onboarding process was equally smooth. We began to see tangible results shortly after implementation."
- Christopher Koulsoum | Operations, Hellstar
Transforming Brand Protection from Cost Center to Strategic Advantage
The partnership between Hellstar and Podqi delivered immediate and measurable impact:
Enforcement Metrics
10,000+ successful takedowns in first 60 days (vs. 440 in previous 60-day period)
100+ impersonating websites identified and removed
180+ platforms monitored
90% reduction in team time dedicated to enforcement
$5.7M+ in estimated unauthorized revenue blocked
Business Impact
Successfully protected high-profile Capsule 11 Launch, ensuring authentic sales
Maintained exclusivity pricing, with average resale values remaining 2x retail price
Reduced customer service complaints about fake products by 50%
